Tag Archives: Facebook Newsfeed

Is Facebook Killing Other Digital Assets?

15 Mar

fbkills

A few days ago I got into a conversation with the sales head of an entity – this is a platform that operates in what i would say is still a niche. It started as a blog, but now has contributory content from many authors – some paid for, mostly free. Fairly wide coverage across segments, nice viewership numbers – which the team actively tracks as metrics.

Now they have the next step in front of them monetization – They are chasing the obvious like sponsorship and advertising by brands, apart from other more interesting ideas.

But, the question that this guy asked me is:

If you are a brand, why would you not buy facebook advertising – where you can get access to an immensely wider reach, a much wider demographic, arguably higher engagement…Don’t forget, even for this entity, 75% of their discovery comes via facebook – which is probably true nowadays of most newer digital assets.

Ofcourse, much has been written about why companies should keep their blogs rather than just go for facebook pages alone – here’s a neat infographic on this. Prime reasons are – control of content, better engagement of a type, higher relevance, better chances at showing thought leadership rather than mere snippets (so different content types as well). All these make sense.

Ofcourse, as a counter, there are apps – that pretty much work as content platforms now (the mother of all content platforms being arguably wikipedia), including those on Facebook. Actually, honestly twitter more than facebook works better as a local – intact hyperlocal – content platform, though with the changes to the newsfeed, facebook will come closer. But see, publishing houses such as the Guardian are choosing to evict those – read why here

And then there’s the argument against websites of how video is the big gorilla in the room now – look at these amazing stats, and facebook aids the video wave.

But this sales guy’s point was not so much from the brand/ company’s point of view, but the advertiser/ spender’s – who is viewing website vs facebook as media channels not necessarily content ones.

I do think if the advertising/ sponsoring brand is serious enough to want to own proprietary content – remember in the digital world content is king – it shouldn’t rely on Facebook – for the same reasons as owners of the content shouldn’t rely on FB alone! There is something to be said for acquisition of eyeballs in an uncluttered/ controlled environment after all. Ofcourse they will also get the concomitant facebook page – so you do end up “going where your targets are” – the classic win for facebook, apart from “taking targets to where you want them to go”.

What’s your take?

Read also related earlier post here

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